Hospitality Design - October 2014 - (Page 85)

products profile jim malone By Alissa Ponchione Photography courtesy of David Flores and CounterEvolution 1 2 AGAINST THE GRAIN A hobby becomes a career for a New York-based woodworker After Jim Malone left his decade-long career in children's cartoons, which launched when he became voice director of the Englishlanguage version of the cartoon Pokémon series and ended when the work dried up, he was ready to refocus his ambitions, so he turned to woodworking to satiate his creative side and to make a little extra money. Although he received positive feedback on his pieces, sales were slow. He wasn't generating enough income, he thought, for it to be a successful business. "But I became obsessed with making it work," he explains. "I'm still obsessed with that." It seems the craft of making furniture was second nature to Malone, who has always been "into making things with my hands," he says. When he was building a log home in Catskill, New York, he came across a seven-foot slab of bowling alley wood that he repurposed into a counter for his apartment in New York. "It was natural for me, I didn't feel intimidated," by the materials, he explains. Enter CounterEvolution-Malone's furniture enterprise that opened its Manhattan showroom on Earth Day this year. Also a musician, Malone regained 1. The Lilly Dining Table and Stools strike a balance between organic and modern. 2. Relcaimed bowling alley wood informs the rustic aesthetic in the Gutterball Bench. 3 3. CounterEvolution recently addded the Modern Rustic Bed to its portfolio. the control over the artistic process that had been missing in cartoons. With a focus on eco-conscious material-95 percent of CounterEvolution's pieces are made from that same reclaimed bowling alley wood-Malone slowly began his business and started showing his designs in 2008 at the Brooklyn Flea, gaining some traction. Starting a business in the depths of the recession was a challenge for Malone but so was the craft of woodworking. "I had to learn how to work with this material I've chosen, and there was a lot of trial and error-a lot of failed efforts here and there." But ultimately the limitation of working with the wood proved to be a blessing, forcing Malone to be more creative with his products. CounterEvolution's furniture includes dining tables, benches, chairs, and beds that exemplify Malone's modern, simple, and rustic aesthetic. Bowling alley wood-a hard pine-with its long, continuous grain that Malone exploits in his designs, fits perfectly. "I try to bring in a contemporary feel to the wood even though it's reclaimed," he says. "By nature of what it is, it [already] has a rustic look." And clients, from Starbucks to farm-totable chain Sweetgreen and Danny Meyer's Shake Shack, have been flocking to Malone's products. "Our [furniture] is really great for businesses that want to show a strong association with eco-friendly sourcing," he says. That's an essential component to Malone's business model as well as a part of the company's DNA, where the motto is "reclaimed, restored, reborn." hd count October 2014 085

Table of Contents for the Digital Edition of Hospitality Design - October 2014

Hospitality Design - October 2014
Online TOC
From the Editor
From the Show Director
Trends: Market Dining
Trends: Wine Design
Interview: Daniel Boulud and Jeffrey Beers
5 Questions: Andy Masi
Profile: Jim Malone
Trends: Gray
Best of Americas
Platinum Circle
Carlo E Camilla in Segheria
The Wayfarer
Din Tai Fung
Faith & Flower
Fairwood Café
The Gorgeous Kitchen
Ad Index
Back Space: Griz Dwight

Hospitality Design - October 2014